Pizza Pizza to promote loyalty in 2014

"Club 11-11" cards will be the subject of a big marketing push on radio and TV in the new year.

Pizza Pizza has launched a new loyalty program that will become the focus of their marketing efforts in 2014. In addition to working as traditional gift cards, the “Club 11-11″ card banks 10% on every purchase as “Pizza Pizza Dough.” That credit is unlocked on users’ 11th purchase and can be used to purchase more Pizza Pizza menu items. Customers can pick up the cards at any Pizza Pizza location in Ontario, Manitoba and Saskatchewan.

With media by Media Dimensions and creative handled in-house, the promotional campaign is launching with a Christmas flyer, in-store POP, digital in-store menu screens, radio traffic tags, as well as promotion through Pizza Pizza’s social media channels. Pat Finelli, CMO , Pizza Pizza, tells MiC that a broader campaign push will roll out in 2014 once franchisees become more familiar with the program. Radio and TV buys targeted at 20- to 40-year-olds are being developed and will roll out early in the new year.

Traditionally, Pizza Pizza’s television efforts have focused on Leafs and Raptors games as well as CP24, says Finelli, but the pizza company is looking at specialty channels for 2014 due to growing viewership with its target market.